The creative idea behind Smart Spokes, was to use the spokes of Uber Eats delivery partners’ bikes and transform them into an outdoor for the brand and for safety on the road, with the installation of the Jyrokinetic LEDs from Eyes Japan. As the tech allows for simple animations to be played on the spokes, we started by creating a character inspired by Japanese iconographic design. The animations showcased the character highlighting the importance of visibility, space and care for every cyclist on the road.

In an innovative partnership, Uber Eats teamed up with Eyes Japan, a tech-start up from Fukushima Prefecture to make the street safer for everyone on two wheels.

To make this happen, first we developed an iconic character to deliver the messages. Then we equipped each Uber Eats delivery partners’ bikes with the Jyrokinetic LED system that allows for simple animations to be played on the spokes.

This transformed each bicycle into a moving outdoor for the brand and for safety on the road.

The animations showcased the importance of seeing, caring and giving space to bikers on the road and carried 3 different strong colours and icons to be easily distinguished and visible.

Message #1, Visibility – The green character bikes through the city and the animation zooms in on his eye. A giant eye gives way to the message in Japanese - “See me”

Message #2, Space – The blue character bikes through the city and the animation zooms in on his hand eye. A giant hand gives way to the message in Japanese - “Give me space”

Message #3, Care – The red character bikes through the city and the animation zooms in on his heart. A giant heart gives way to the message in Japanese - “Care for me”

As soon as the sun went down, the bikes started glowing around Tokyo with safety messages. From drivers to pedestrians, no one was able to ignore the campaign on wheels, and as a result, the roads are getting safer with each delivery of every delicious meal.

Smart Spokes was on the streets of Tokyo from the 24.10.2017 until the 28.11.2017. The campaign was “broadcasted” on an average of 6 to 8 hours a day by Uber Eats delivery partners distributing orders all around Tokyo.